| Introduction.
Part I. Preparing for Your Campaign.
Chapter 1. Introducing Pay Per Click Advertising.
Chapter 2. The Different Forms of PPC.
Chapter 3. Calculating ROI (Return of Investment).
Chapter 4. Selecting Keywords.
Chapter 5. Creating Landing Pages.
Chapter 6. Finding the Right Words for Your Ad.
Chapter 7. Bidding on Keywords.
Part II. Using the PPC Systems.
Chapter 8. Working with Yahoo! Sponsored Search.
Chapter 9. Buying Traffic from Google AdWords.
Chapter 10. Harnessing MSN Keywords.
Chapter 11. Using the Second-and Third-Tier PPC Systems.
Chapter 12. Using Geo-Targeting.
Chapter 13. Working with Content or Contextual Placement.
Chapter 14. Other PPC Services - Shopping Directories, Yellow Pages, and More.
Part III. Managing Your Campaign.
Chapter 15. Using Click Tracking and Conversion Tracking Tools.
Chapter 16. Working with Bid-Management Tools.
Chapter 17. Avoiding Click Fraud.
Part IV. The Part of Tens.
Chapter 18. Ten Ways to Make Money Selling Clicks.
Chapter 19. Ten Ways to Stay Up-to-Date and Track Down the Details..
Index.
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